Tag Archives: Marketing Communications-Other Insights

Be Ready to Engage Prospects: Advice and a Tech Transfer Webcast

Like the Boy Scout mantra, there is no substitute for being prepared. Before you reach out to marketing prospects – or even place information about a technology on your Web site – be sure you have the resources to respond quickly. (Hint: If you’re going to be traveling, don’t begin a big email push just before you depart.) If someone makes an effort to inquire about a technology, the best time to hook that prospect is… Continue reading

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Tactical Tools for Marketing Strategies: A Tech Transfer Webcast

The mechanisms that technology transfer offices (TTOs) use to market technologies should vary depending on the technology and licensing prospects, as well as the time and resources you have allotted to the effort. Nowadays, a wealth of marketing tools is available. Fuentek typically recommends mixing and matching a combination of mechanisms to reach a target audience and market technologies successfully. For starters,… Continue reading

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Focus on Market Potential to Prioritize Active Projects: Stories from the Field

Stories From The FieldWe’ve blogged often about how planning for technology marketing helps TTOs be more proactive and efficient in selecting innovations to market. If your TTO is like most, you have more active marketing projects than you have the resources to handle. Therefore, prioritizing (and reprioritizing) your projects is the key to developing a strategic and agile marketing process that will provide long-term value. In today’s Stories from the Field post, I share details of how to apply what we’ve learned through years of identifying high-priority projects. Continue reading

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Proactively and Strategically Managing Innovation (or Tips for Avoiding the Tech Transfer Chasm): A Free Webcast

A free webinar on proactively and strategically managing innovationThere’s a big difference between how research organizations and private corporations communicate and think about technology transfer. Research organizations tend to focus on how to manage and share their intellectual property (IP). Technologies are often embryonic, development moves at a deliberate pace, and the focus isn’t so much on developing a product as on developing the next innovation. For industry, IP has to serve a purpose and advance the bottom line, whether it’s creating new revenue sources, improving net profits, or moving products quickly into the marketplace. Research organizations that act proactively can… Continue reading

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Elaborating on My Fav Tweets from Tech Transfer Marketing Webinar

Effective Technology Marketing webinarMy colleague Danielle McCulloch and I had a great time last week presenting our Effective Technology Marketing webinar. If you were watching the #TTOmarketing hashtag, you know that we tweeted quite a bit. Of course, 140 characters isn’t much, so today I’m going to elaborate on a few of my favorite tweets from the webinar.

Prep is key in discovering Who What When Where Why How and How Much for yr #techtransfer marketing.

I think these seven questions are… Continue reading

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Communicating the Value of Tech Transfer: An Example from NASA

NASA FlyerAlthough we’ve been blogging a lot lately about effective technology marketing strategies (especially given our new webinar on this topic), there’s another kind of marketing that we at Fuentek believe is essential for technology transfer offices (TTOs). It might feel like bragging, but communicating the results of technology transfer is as important as executing tech transfer deals. Effective communication tools that illustrate your TTO’s positive achievements demonstrate to your internal and external stakeholders both the value of tech transfer and how successful your TTO is in supporting the mission of your institution. We recently completed a project for NASA that illustrates exactly this idea. Continue reading

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Getting the Most Out of Social Media for Tech Transfer: White Paper, FLC Panel

Technology transfer offices (TTOs) have much to gain from incorporating social media into their communications toolbox. With adequate planning and preparation, a TTO’s foray into the social media world can be a successful experience, yielding great exposure and benefits. We at Fuentek have blogged often about how social media’s tremendous reach can deliver real value to TTOs. And as of today, we have yet another resource for tech transfer professionals. We’ve released our white paper entitled, “Leveraging Social Media for Technology Transfer Marketing.” Continue reading

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NASA Showcases Innovation Impacts at Technology Day on the Hill

I had the good fortune yesterday to attend NASA’s Technology Day on Capitol Hill. NASA sponsors this event each year to demonstrate how investments in space and aeronautics technology help enable agency goals and at the same time create or improve products and services that benefit life here on Earth. This year’s event, “NASA Technology: Imagine. Innovate, Explore,” featured seven technologies developed in collaboration with NASA, including systems used to assess patient health, monitor water quality, and evaluate disaster risk. Continue reading

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Getting Faculty on Your Side through Systematic Screening and Interns: Stories from the Field

Faculty Support - Before and AfterA recent conversation on one of the AUTM® discussion groups focused on formalizing a technology transfer office’s (TTO’s) triage process. The director initiating the discussion was contemplating using interns for technology triage because his resources are limited and he wanted his licensing project managers to remain focused on getting deals executed. Overall his plan was to start providing feedback on inventions in a standardized format and within a certain timeframe as a way to improve relations and build credibility with faculty. All of this sent me down memory lane!… Continue reading

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Use Success Stories to Avoid Collateral Damage in the Patent Wars

shattering lightbulbPatents have been getting some pretty bad press lately. Between stories about patent trolls in The Economist and on NPR’s This American Life and the patent wars raging between Apple, Google, Microsoft, HTC, Samsung, etc., tech transfer professionals are probably finding their cocktail party conversations getting a bit more interesting… and not in a good way. As the public hears more, some question why we have patents at all. They think that if patents are causing this much trouble, they must be bad. This misconception is a problem that technology transfer offices (TTOs) can and should proactively work to overcome. Continue reading

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